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There are currently several different approaches to semantics, semantic technologies, and the Semantic Web floating around. While the uptake of these technologies is going well, there is still confusion about what sort of technology fits where and how it works. The confusion is made worse because the term 'ontology' is used in a number of different ways. In this talk, I will describe how different sorts of models can be used to link data in different ways. I will particularly explore different kinds of Web applications, from Enterprise Data Integration to Web 3.0 startups, and the different kinds of techniques needed for these different approaches.